For a brand entering Germany, our starting point is Amazon. Kaufland is an optional next step when the assortment and the available capacity support another marketplace.
An additional channel gives customers another way to find your products. You also need listings for that channel and a plan for the stock it needs. And there is the daily work of running it. We assess those requirements before deciding whether to include it in the plan.
What to assess before adding Kaufland
The case for Kaufland depends on your assortment. We assess four practical points:
- Demand. Is there evidence of relevant demand in Germany, and how does your offer compare with the category on Kaufland?
- Product data. Existing German product content can provide a starting point. Check it against the requirements of the new channel before launch.
- Costs. Include marketplace fees, advertising, fulfilment and returns in the assessment. Allow for the work needed to maintain another channel.
- Capacity. Make sure stock and daily monitoring can support the additional channel while keeping the agreed Amazon plan on track.
When it earns its place
Kaufland earns a place when the product data is ready and the commercial assessment supports a launch. The stock and operating capacity also have to be available. We agree that decision with the brand. Adding another marketplace is a choice made within the plan.
When to leave it alone
Keep the focus on Amazon while product data, stock availability or daily operations still need attention. Revisit Kaufland when those foundations are in place and there is a clear reason to add it.
How it fits the sequence
In our expansion approach, we focus on the agreed Amazon launch or European expansion before adding other channels where they fit. In the K6 model, Kaufland can be part of the same operating plan and stock pool. One Dutch partner continues to pay the net amount out to you.
The Brand Review answers whether your German catalogue is ready for a second shelf, in writing, for free, within five working days.